BAOZUN CEO QIU WENBIN TALK OVER THE NEW WORLD OF GLOBAL E-COMMERCE IN THE FORTUNE GLOBAL FORUM

In the last month of 2017, global business leaders gathered in Guangzhou for the Fortune global forum. The three-day
summit talks explored the dynamic frontier of international business.

Fortune Global Forum is hosted by Fortune Magazine and is organized by invitation only. Attendees are limited
to the dignitaries of all countries, the chairmen, presidents, CEOs and senior executives of major multinational
corporations. This year, many supreme Chinese entrepreneurs were invited to the forum including Jack Ma,
Cook, Ma Huateng, Zhang Ruimin, Guo Terui and so on.

The Forum "Beyond Borders: A New World for E-Commerce" kicked off on December 8. Mr. Qiu Wenbin, the CEO of Baozun
was invited and had dialogue with Mark Lautenbach - the President and CEO of Pitney Bowes, Hui Jialin - the
President of FedEx in the Asia Pacific region, the CEO of CARS, Yang Haochung – the founder of Guazi.com
and others.

People’s consumption experience has been changed by the rapid development of e-commerce. Consumers have moved
away from physical stores to the global digital market to buy newer products at lower prices. Larger-scale
cross-border transactions have been realized due to the retail upgrades drived by social media. As more and
more consumers choose to buy products online, how can retail brands use e-commerce technology and best practice
to grow their international businesses and increase revenue? What new challenges will it meet when e-commerce
has gained a firm foothold in Asia and other emerging markets? Clay Chandler, the executive editor of Time’s
International Department, presided over the forum and expressed his high interest in how Baozun helped brands
to achieve their digital retail.

Mr. Qiu Wenbin, the CEO of Baozun noted that Alibaba and Amazon, as platforms, could provide E-commerce channels
for brands but that was not enough if brands wanted to achieve E-commerce and digital selling. As the driving
force behind the brand E-commerce, Baozun’s core value lies in providing one-stop, consumer-oriented Omni-channel
business solutions for brands. Baozun can offer a complete set of services from the front-end store operations,
digital marketing, customer service to the back-end IT solutions, warehousing and distribution. In addition,
it also can cover the construction and connection of all channels including self-built official malls of
brands, China’s largest online shopping platform Tmall and JD.com, social mobile mall and offline smart stores.

When Clay Chandler asked how Baozun helped partners to successfully build E-commerce business, Mr. Qiu said,
“What we do is to connect brands, platforms and consumers together. We help brands to transform from traditional
retailers to brand E-commerce operators and help them to run the overall business.” Apart from providing
One-stop services for international brands like Microsoft, Panasonic, Philips, Nike and Samsung in the cooperation,
Baozun also provides brands with customized solutions where E-commerce strategies will be tailored based
on differentiated needs so as to expand the Chinese E-commerce market.

In addition, regarding how brands establish future Omni-channel retail, Mr Qiu said that ERP management system
built by many big brands now is unable to control or adapt the new retail system. Nor enough to support E-commerce
operation. Therefore, the first step to achieve brand E-commerce operation is to establish a set of systems
adapting to Omni-channel strategy. Second is about data. Mr. Qiu remarked that big data had become one of
the significant strategic deployments for many international top brands. Thus, for the establishment of database,
data mining, analysis and application, these all require brands to develop a clear set of strategies.

Serve consumers by connecting, integrating and leveraging big data. Use data as the guide to precisely reach
consumers and conduct targeted and integrated marketing. These are what brands need to consider and realize
in the future retail. In the future, Omni-channel and Full-link will become brands’ new competiveness.

As the leader of brand E-commerce, Baozun has successfully empowered many partners with the realization of their
layout and expansion in the E-commerce area. In the future, Baozun will continue to achieve technology upgrading
and transformation and strengthen cooperative application of cloud computing, big data, AI and other technologies
based on the horizon of science and technology to help brands take the lead in the future digital retail.